虎咪
12-18
乱说
美团来了，贝壳压力大了
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src=\"https://fid-75186.picgzc.qpic.cn/20251218000704816v206rkhs5ngazcg\"/><p>大众点评和<a href=\"https://laohu8.com/S/03690\">美团</a>App被曝上线美团找房，筹备两年，核心业务租房与二手房交易两大板块，不过目前还没全国铺开，小编打开深圳页面，目前只有租房的信息。</p><img src=\"https://mmbiz.qpic.cn/sz_mmbiz_jpg/9BwR0iaMzbfYs0PcPSGChgBMYwU24BxyF4gKJEtBlHLtKLmupKcZicwliaAnUVAQymCfmo1NibwBiaU7rwA3AySBwtw/640?wx_fmt=jpeg\"/><p>很显然，美团是绝对不可能轻易放弃房产租售这块肉，虽然规模不可能与早期对比，但是有美团可持续的超高流量入口加持，这笔生意绝对是可行的。</p><p>现在美团手里握着近8亿的年交易用户，大家每天打开它点外卖、骑单车、订酒店。这些流量，全是“自产”的，低成本的。</p><p>另一边，贝壳、安居客为了拉一个买房的用户，投广告，在应用商店买排名，获客成本相当高，有时候几百块钱，都换不来一个有效电话。</p><p>美团的流量相对比贝壳，安居客这种单一房产应用，是一个绝对的可持续回报流量池，本身具备可穿越性，不会受到行情影响。</p><p>美团是中国领先的生活服务电子商务平台，完全覆盖了一个普通人所有的消费场景，吃喝住行对于国人来说本身就是消费常态，住的需求是长期存在的。</p><p>美团上线房产端口，目前从内部了解到还是属于类似卖端口逻辑，与安居乐等类似，均为通过端口方式切入房产服务，即经纪人通过购买流量端口，实现在界面展示并获得客户。</p><p>有需求的客户就是点击相关的租售信息与经纪人沟通，带来整体成交的基本闭环，美团本身并没有与贝壳一样运营端口的打算。</p><p>另外早期高德地图、闲鱼早期的房产端口均由合作商代理，其实还是一个流量变现逻辑，美团这种大平台其实早就嗅到商机。</p><p>试水上线美团找房，其实还是在考量如今房地产行业的整体市场导向，典型的“高频打低频”，拿外卖，酒旅，本地生活的流量，去撬动几百万的房产交易，哪怕只有一丁点转化，都是纯赚。</p><p>在反观抖音、小红书等新型平台都在争食房产交易服务的蛋糕，这意味着无论是房产端口服务，还是以房产成交为核心的cps交易服务，竞争都在加剧。</p><p>对比小红书的流量池，用户较为年轻化，租房业务还是具备很大潜力，加上很多开发商已经同步官方进驻小红书，新房销售投放渠道，小红书房产业务也有了一定起色。</p><p>更有意思的是，美团的大数据真的现在已经到了癫狂的地步，比如你搜搬家，很有可能下次页面就开始显示租房了，整个流量包围战略，直接被APP绑架。</p><p>如今美团已经想好了如何出发，不直接对抗贝壳等传统房产中介，这种费力并且投入产出没办法衡量的生意，王老板肯定不会干。</p><p>美团这次出手其实就是走了一条捷径，干起了纯流量生意，就跟早期外卖大战一样，租车服务一样，干平台大数据服务才是美团的核心。</p><p>美团每天处理的订单量早已突破6000万单大关。这个数字不仅意味着日均服务超2亿人次，更折射出中国消费市场的蓬勃活力。</p><p>另外，大数据还会分析每个人的日常消费周期与习惯，包括金额与类别，这又与租房买房价值息息相关，这背后的数据价值本身就强到可怕。</p><p>贝壳这些年引以为傲的客户数据，如今都已经运用到了开发商客研产研整个链条，个人觉得美团的客户画像价值更有其参考意义。</p><p>客户每天点的外卖金额，消费的日常地图等都能侧面反映出此人的消费习惯，这是与现今开发商做产品研发也有不小的关联，毕竟如今房子的消费与社交场景已经完全开启。</p><p>一个长期吃人均50+外卖的人，是绝对不可能去租低于5000的房子的，也绝对可以看成一个高净值客户。</p><p>美团像一把“钝刀”，凭借流量与数据缓慢切入房产领域，虽不尖锐，但后劲绵长，可能逐步侵蚀垂直平台的流量基础。</p><p>贝壳则身穿“重甲”，具备深厚的行业积累，但转身缓慢，需在资本压力下平衡战略投入与短期盈利。</p><p>美团能顺利杀入房产交易环节，那真就可以说强到可怕了，衣食住行，吃喝玩乐，直接包圆，王兴算是又押对宝了。</p><p><strong>今天就聊到这里，对于今美团有想分享的朋友，也可以留言讨论。</strong></p><p><strong>分享↓点赞↓在看↓</strong></p><p><strong>您的认可，是对我最好的鼓励</strong></p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n美团来了，贝壳压力大了\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-12-18 00:02 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251218000822a457a75c&s=b><strong>地产一品塘</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>关注：点击上方蓝字“地产一品塘”，欢迎置顶或设为星标，快速获取地产干货大家好，我是地产高富帅。中介巨头之一的贝壳，一直都是行业这两年被持续关注的热点，一边是传统业务的利润滑坡，一边是新业务的高成本扩张，作为曾经中国互联网圈的明星企业，贝壳又将何去何从？左晖时代的贝壳，把“真房源”作为顶级IP持续经营多年，几十万经纪人的超强战队，在地产行业最好的年代持续带给行业不小的惊喜。随着贝壳核心关键人物的缺席...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251218000822a457a75c&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0502904849.HKD":"FIDELITY FUNDS CHINA INNOVATION \"A\" (HKD) ACC","LU1807302812.USD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (USD) ACC","LU1993786604.SGD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (SGD) ACC","SG9999000327.SGD":"Schroder Asian Growth A Dis SGD","LU1734074674.USD":"NINETY ONE GSF ASIA PACIFIC FRANCHISE \"A\"(USD) ACC","LU0828237940.HKD":"SCHRODER ISF EMERGING ASIA \"A\" (HKD) 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